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Fiama announces Sara Ali Khan as its new Brand Ambassador

ITC’s leading personal care brand and the 2nd largest shower gel brand in the country, Fiama, announced the launch of Fiama Scents. A first of its kind innovation, Fiama introduces a touch activated fragrance encapsulation technology in a new range of body washes.

Innovation has been at the core of ITC’s personal care business and in the last three years, innovations from the personal care brands of ITC have consistently redefined categories and offered consumers a new perspective. With Fiama Scents, technology takes the lead to present a unique consumer experience and build a new technology in the personal care category.

Fiama Scents, crafted with fragrance encapsulation technology enables fragrance release with a slight rub on the skin for as long as 8 hours after a bath. The breakthrough technology enables long lasting fragrance delivery through skin friendly micro fragrance capsules which burst on touch or a slight rub. The micro fragrance capsules are eco-friendly as well. Developed through extensive research at ITC’s Life Sciences and Technology Centre, Fiama Scents unveils two variants – Juniper Berries & Geranium and Mimosa & Neroli body washes.

Mr. Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, says, “Innovation triggers new possibilities. India is a tropical country and long lasting freshness is a key category driver. As a first in India, Fiama Scents addresses this need to enhance consumer experience. Fiama Scents have the longest lasting freshness and fragrance among Body Washes in India. It also delivers on skin benefits which creates a great bathing experience. Fiama, since its inception has been an innovation leader. Be it the first ever Gel Bar designed with patented technology, and now its first ever range of body washes with fragrance encapsulation technology.

The innovation communication also launches the most exciting new brand face, Sara Ali Khan. She is vibrant and her intelligence coupled with her creative choices in cinema make her an epitome of Fiama the brand and its steady list of innovative firsts in the personal wash category. She echoes the vigour, determination and freshness which makes Fiama distinctly different and the combination of Sara Ali Khan and Fiama an exciting choice!

Sara Ali Khan, Brand Ambassador, Fiama and a core believer in positivity says, “When I think Fiama, I think fresh, fun and fragrant! I am so thrilled to be a part of the Fiama family and can’t wait to introduce their new innovations. Together Fiama and I will endeavour to make every bath interesting and exciting. For me each day is a new opportunity and there’s nothing better than a fun filled Fiama bath to say Good morning!!"

Namita Roy Ghose, Director of the film added, “In one word, freshness! Everything about the project was young and sparkling with energy. Fiama Scents in particular is quite a breakthrough and should do well. And it was a real pleasure working with the team and with Sara Ali Khan, one of the most exciting new faces to hit the screen. She has great attitude, lots of chutzpah and will be the perfect ambassador for this brand.”

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, India, quotes, “A new brand ambassador who is as effervescent as the latest "scent bubbles" innovation from Fiama's stables.

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